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Author:

Allison Johnson

Author:

Emily Chen Bendle

Best Seller:

FALSE

Classic:

FALSE

Copyright Perm Flag:

TRUE

Educator Message Flag:

TRUE

Exclusive:

FALSE

Industry:

Government

Pages:

9

Primary Category:

Case

Publish Date:

October 14, 2015

Publish Date Range:

Older than 24 months

Related Topics:

Branding

Related Topics:

Nonprofit organizations

Source:

Ivey Publishing

Special Value:

FALSE

Subcategory:

Sales & Marketing

Subject:

Sales & Marketing

SubjectList:

Branding,Nonprofit organizations

Item:

#W15471-PDF-ENG

Industry:

Government

Pages:

9

Publication Date:

October 14, 2015

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Product Description

Publication Date:October 14, 2015

Industry:Government

Source:Ivey Publishing

More than a decade after its launch, DonorsChoose.org is a successful, well-known and well-regarded charitable organization that supports U.S. public schools. Yet in the years since the organization's inception, the charity environment has changed, leading the organization's chief marketing officer to investigate how to further clarify the brand in a shifting space. The case centres on findings delivered by a branding agency regarding a possible change to the organization's tagline. Faced with a lengthy report on the branding agency's findings, the chief marketing officer needs to decide on the organization's next steps.